Analizando el diseño de la comunicación de energías renovablesun estudio basado en resonancias magnéticas funcionales

Laburpena

The design of advertising campaigns generating changes in consumers’ attitudes and behaviors is one of the main objectives of public and private organizations. In order to improve the effectiveness of the communication messages in marketing strategies, it is very important to know the type of stimulus that triggers more attention, emotion, and memory in viewers’ minds. The research analyzes more specifically the brain and behavioural responses of messages that differs in valence (positive, neutral and negative). Findings reveals that attitudes are more positive towards messages that have a positive valence. The analysis through of functional magnetic resonance images reveal that positive messages triggers activation in brain areas related to emotional memory, attention, decoding processes and somatosensory. Negative valence messages cause, in turn brain activations within episodic system, the decision making process and the processing of emotions. The study found several relationships self-report between the attitudinal answers and the neuronal that show certain brain activations as an answer to positive and negative messages, respectively. The results achieved can serve as a guide to create more effective advertisements that encourage this responsible consumption.